The first step in achieving the goals of our website is to be very clear with ourselves about what our goals are. Is our site a hobby, or a business?
A desire to have a custom designed site that "feels like ours" is very very common.
We have a creative streak, and want to be website artists. And we want the world to approve of our appearance.
These feelings are completely normal and understandable, as creating websites (especially our first ones) feels a lot like going on stage in front of the whole planet.
It's also true that these feelings are all about our human egos, and have little to nothing to do with our online publishing business.
The truth is, our readers, the people who have the money we hope to earn, don't really care about our website design. This is easy to verify by honestly examining our own relationship with other people's site designs.
Being a website artist can be a fun hobby. If we wish to pursue this hobby, and enjoy the challenges involved, we should go for it.
But, we should be clear with ourselves about what we're doing and why.
What is our real goal?
The Technology Myth
There is a widespread impression among webmasters that climbing technical learning curves is taking our business forward.
We feel like we are working productively. We are swept along in a group think consensus (which is driven by commissioned sales people) that tells us buying all kinds of technical tools, and learning all the details involved is necessary, important.
In fact, when we get distracted by technology, all we are doing is delaying our publishing business progress by focusing on things our customers don't care about.
This principle extends beyond just technology.
Are We Focusing On What Matters?
Go to any webmaster forum, and read through the conversations. And then ask yourself this...
Which of the threads on webmaster forums would the readers of our sites find relevant and interesting?
Very few, almost none.
That is, the things we webmasters typically consume ourselves with are out of touch with the interests of those who have the money we want.
An Alternative To Webmaster Group Think
If we were to put aside all the fancy tools and clever strategies that endlessly distract webmasters, and limit ourselves to just pen and paper for a bit, we would have the opportunity to direct our attention to the real job...
Find out if we have anything to offer that will help our readers.
Master our topic.
Discover ever more interesting ways to express what we have to share.
A New York Times columnist, a real publishing professional, will leave the messy mechanics of producing the newspaper to the tech guys downstairs in the printing press operations.
The Coming Era
Follow the development of web publishing since 1995, and project the pattern forward.
In the beginning, one had to almost be a NASA scientist to create a website. But over the following years, site building tools have become easier and easier.
In coming years, everybody on earth will be able to create a very professional looking website filled with fancy gadgets, with just one click.
In such a world, there will be only one thing that can distinguish us from our online competitors.
The quality of our mind.
The most important computer on the Net.
Focus on that.
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